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Brand Management - MKTG311

Firms of nearly all types have come to the realisation that one of the most valuable assets they have is their brand. This unit explores branding across goods and services and introduces relevant theory used to design effective branding strategies. Besides discussing appropriate theories and models, the unit will also incorporate practical branding cases, so that students should be able to make and evaluate branding decisions in the future. Particular emphasis is placed on understanding the psychological principles at the consumer level that will improve managerial decision making with respect to brands. The unit will cover the importance of brand equity and the application of the marketing mix to brand strategies.

Credit Points: 3
When Offered:

S1 Day - Session 1, North Ryde, Day

Staff Contact(s): Dr Laknath Jayasinghe
Prerequisites:

MKTG202 and MKTG203 Prerequisite Information

Corequisites:

NCCW(s): MKTG206
Unit Designation(s):

Commerce

Unit Type:
Assessed As: Graded
Offered By:

Department of Marketing and Management

Faculty of Business and Economics

Timetable Information

For unit timetable information and session dates for external offerings please visit the Timetables@Macquarie Website.